Expect the Unexpected When Evalutating Buyer Personas

by Inc.

Your best customers may be a demographic you never expected to come calling. Learn to see your business differently to be able to adapt to any buyer persona.

Despite your best targeted marketing efforts, your company may end up building its success on an entirely different kind of customer. Maura McCarthy of Blu Homes writes in Inc. that her company discovered its leads coming from a demographic much older than what she had originally targeted. By re-evaluating based on buyer persona, her company has continued to grow.

After seeing the aspects of their company that were most attractive to her customers, McCarthy adjusted the message and focused the product and marketing on simplicity. “Be open to surprises and ready to adapt,” she writes, since “you never know in what ways it might transform your business for the better.”